• February 8, 2012

Mitsubishi, which has been doing some fairly outrageous marketing over the past couple of years (a drive on the world's deadliest road in Bolivia being my persona favorite) is at it again. The effort, Ride the Storm via 180LA, involved a five-day, six-state storm-chasing expedition with Weather Underground.

The film was shot documentary-style with directors Emmett and Brendan Malloy, two brothers who chase natural phenomena as part of their modus. A member of Mitsubishi’s social media team went along for the ride, tweeting and posting their whereabouts. More on this tomorrow.